Myer resurrects its 'My Store' campaign following massive loss

ASX-listed retailer recently announced a near half-billion dollar loss

Myer is resurrecting its ‘My Store’ campaign once again in an attempt to turn around its fortunes. 

The new follows the beleaguered retailer's near $500 million loss in the year to June 2018, leading to the plan to stop discounting by getting rid of clearance floors by mid-2019, reduce floor space, and focus on exclusive brands. Myer’s sales in the financial year were down 3.2 per cent to $3.1 billion, leading to a loss of $486 million compared to the previous financial year. 

It also follows the removal of 30 positions from its executive and senior management team following a review of the support office, including executive GM of marketing and customer, Louise Pearson.

The cuts came less than six months after the group lost its CEO, Richard Umbers, and its chairman, Garry Hounsell, took up the reins, announcing his intention to shake-up the ranks in order to lift Myer’s game.

In June, the group appointed a new leadership team including former House of Fraser turnaround chief, John King, as its CEO and managing director. 

King today announced that Myer’s ‘My Store’ campaign is back, with advertisements airing on commercial television immediately. The new campaign aims to acknowledge Myer’s strong history and the special place it holds in the Australian community, but it also looks to the future with a contemporary look and feel, to show how Myer is evolving and improving its product offering, online store and in-store experiences and service. 

“Myer is Australia’s department store. We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: ‘My Birthday’, ‘My Christmas’, ‘My Father’s or Mother’s Day’ or ‘My Wedding’,” King said. 

“The ‘My Store’ campaign showcases how Myer has been, and will continue to be, a part of the Australian way of life.” 

King acknowledged Myer’s commitment, through his Customer First Plan, to do even better for customers by improving service and ensuring high quality and exclusive brands at great prices. 

“We know that in recent times we have not always got it right for our customers. The new campaign will show that we exist for our customers, that we are putting them first, in every action we take and every decision we make – that we are ‘Their Store’ no matter where they shop with us in Australia,” King said.

The ‘My Store’ campaign will become the cornerstone of key trading events for Myer with the revitalised branding to impact all advertising channels, Myer events, and in store visual merchandising.

Myer is more two-and-a-half years into its $600 million ‘New Myer’ strategy, a plan focused on four key pillars: Customer-led offers, wonderful experiences, omni-channel shopping, and a productivity step change.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in